Driving Donor Engagement: 6 Strategies for LGBTQIA+ Fundraisers

Pride Month is here, and that means it’s time for the LGBTQIA+ community to come together to proudly celebrate!

As a nonprofit organization that supports and uplifts the community, June is an important time to engage new and existing supporters! And while your mission is important 365 days a year, you’ll want to be sure to take advantage of this built-in awareness month for fundraising.

In today’s giving climate, donors are more inclined to donate to an organization when it’s easy to do so. This is backed by the data from our Giving Experience Study, which cites ease as a top motivator to give, alongside trust and mission. So how do you  make it quick and easy for supporters to give while all while building trust?

We can help! We’ve gathered our top six strategies on how to leverage your supporter’s excitement to further your mission, build trust, and drive engagement this month. Let’s dive in!

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Know Their Motivators

Before starting your awareness campaign or Pride strategy, it’s important to understand what motivates today’s donors. According to the Giving Experience study, the top three reasons that donors give are:

  1. It was easy to do
  2. Trust the organization would use funds wisely
  3. Connected to the mission

Ease, trust, and mission – the secret recipe to creating a strong giving experience! These core motivators are consistent whether someone is a regular supporter or making their first donation to an organization. As you head into Pride Month, follow these top tips to tap into your donors’ motivators

  • Ease: Simplify your donation process. With the right fundraising software, nonprofits can create intuitive, fast, and flexible giving experience. See how OneCause can help!
  • Mission: All nonprofits have a worthy mission – but it’s how you communicate your mission that will help you stand out. Find your ‘wow’ factor – something unique about your mission that would grab your social donors’ attention instantly.
  • Trust: Donors want to know that their money is going to a good place. Demonstrate your nonprofit’s impact through storytelling and testimonials of those you have helped.

In addition to these top three, inclusivity was also cited as a key motivator with 26% of donors noting a welcoming atmosphere would encourage them to give again. So how does this look like in your Pride campaign? You might consider:

  • Offering materials in multiple languages to welcome a wider range of supporters.
  • Using inclusive language and messaging to avoid overgeneralization.
  • Fostering a diverse lineup of speakers and activities reflecting the community you serve.
  • Inviting participants to share their stories and experiences to make the event feel more personal.

Making your mission and messaging feel inclusive not only drives participation but strengthens your relationship with various donor groups to continue building trust and increase the likelihood of continued engagement.

Leverage Social Media

One of the best parts of any awareness month is the social media coverage, so be prepared to take full advantage of online conversations surrounding your mission.

Here are best practices to keep in mind:

  • Increase your reach. Use Pride hashtags and keywords in your campaign promotion, such as #PrideMonth, #LGBTQIA, #LoveIsLove.
  • Engage with the community. Comment on, like, and reshare supporters’ posts about your nonprofit to cultivate relationships and gain exposure to a wider online network.
  • Leverage others’ network. Ask donors and supporters to share any social posts with their networks for even more visibility.
  • Recruit loyal supporters. Board members, volunteers, staff, and recipients all make great ambassadors for your Pride Month campaign.
  • Tap into the power of video. Bring your mission to life with 30 second snippets that showcase your organization’s impact.

To drive donor engagement, being a part of the conversation isn’t enough. You have to take it to the next level to stand out from the crowd! One of our favorite ways to drive engagement via social media is through unique content. These can take on many forms and are super simple to execute, including:

  • A video message from your staff saying thank you to donors.
  • A video message from your donors explaining why they support your cause.
  • A photo of your donor and description on the impact of their gift.
  • A testimonial from your donor about their connection to your mission.

With the right social media plan in place, your efforts can transcend beyond an awareness campaign and build a foundation for lasting philanthropic engagement!

Deepen the Relationship

Pride Month is the perfect opportunity to strengthen and retain donor relationships and take their involvement and support to the next level. Relationships are not a one-size-fits-all situation. Based on the foundation that you built with each donor, you will know what move to make to take your relationship to the next level.

Here are a few examples of ways to deepen your relationship with various types of supporters:

  • Casual donors: These donors may be ready to take their commitment higher with a donation that supports a specific initiative that they’re passionate about, reach out to them with a genuine email or sincere phone call.
  • Loyal supporters: The next step for loyal supporters may be to volunteer for your organization, either daily or for a special event, give them options to stay connected.
  • Donors with large influence: Individuals with deep connections in your community or a large social following would make amazing Ambassadors for your cause!
  • Highly involved individuals: These individuals may have a talent or skill that would make them perfect candidates to serve on a committee or even your Board of Directors.

The key to deepening the relationship is to find a way for donors to continue to connect with your organization on a deeper and more emotional level.

And with your mission being top-of-mind this June, now is the perfect time!

Showcase Their Impact

Your donors give to your cause because they want to make a difference. So, let your donors know just how much difference they’ve made in your nonprofit’s ability to fulfill your mission!

Nothing helps deepen donor engagement more than showing them the impact that their donations are having. This Pride Month, make the time to invite your supporters to see their impact in action. Here are some of our top ideas.

  • Take donors on a tour of your office or facility. Virtual or in real life!
  • Invite them to a program that they are helping support.
  • Introduce them to someone who has been personally impacted by their donation.
  • Share a video story of how and where their collective impact made a difference.

However you choose to show their impact, make it personal and authentic – and don’t be afraid to make the experience exceptional for the donor. The more they feel that they are really affecting change, the more they will feel engaged with your organization and mission.

Give Them a Sincere Thank You

Thanking your donors is one of the easiest and most impactful things ways to help them stay engaged. If they do not feel that your organization is thankful for their support, they may move on to support another cause.

Here are our favorite ways to say thanks and share gratitude:

  • Donor wall: These are lasting, physical displays of your nonprofit’s appreciation and dedication to your donors. Consider a virtual donor wall on your website to share your thanks beyond the walls of your nonprofit!
  • Handwritten thank you notes: With the rise of digital marketing, traditional mail and thank you letters have become more personable, and most of your donors will see a handwritten card as far more meaningful than an automatic thank you email.
  • Social media shoutout: Did you know that 31% of social donors find out about a giving opportunity? This means you can effectively honor your donors through social media channels while also encouraging their friends and family to consider giving!
  • Appreciation video: Donor appreciation videos are a great way to recognize donors and further tell your nonprofit’s story. These videos should be tailored to each donor, referencing by name, and thanking them for their gift.

Thanking your donors, whether personally or publicly, will deepen your existing bond and no doubt attract new donors as well. But remember – no matter what format you choose, be sure to be personal, real, and authentic. Don’t just say ‘thank you’ to check off a box!

Gather Their Feedback

Donor engagement means going beyond the donation form and into a deeper, more meaningful relationship. One that takes an individual from a donor to an ambassador for your cause.

An important trait of these supporters is that they want to help improve the success of your nonprofit organization. Use this Pride Month as an opportunity to gather feedback from through think tanks, volunteer groups, or even casual coffee meetups with people who are passionate about your cause. Use this time to:

  • Ask them why they donated to your cause
  • Get their advice on creating a welcoming and inclusive space
  • Hear about their donation experience
  • Learn more about their communication preferences
  • See what suggestions they have for next year’s Pride Month

Asking for feedback gives your donors a chance to voice their opinion while giving you useful and even heartwarming insights about your organization. And if you display their feedback on your website or blog, such as their reason for donating, or personal connection to your cause, you can encourage other donors to come out with their own reasons and stories for contributing as well.

Believe it or not, it’s a simple, yet effective way to drive donor engagement this June.

Wrapping Up

You’re almost ready to engage your donors during Pride Month and beyond! But to do so effectively, you’ll need powerful fundraising software that makes giving to your organization easy and various outreach and marketing tools for email, social media, and text message.

We’re here to help! More fundraising resources are just a click away.

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